4 Great Content Topics for Social Media
The Association of Real Estate License Law Officials estimates that there are around two million real estate agents in the United States. The same estimates put real estate brokerage firms at around 86,000. With so much competition, it can be difficult to stand out. What’s worse is that most people think all real estate agents and brokerages are the same so trying to differentiate becomes even more difficult.
One way you can differentiate from the herd is through thought leadership. Thought leadership is where you demonstrate, through published content, your expertise and uniqueness as compared to the competition. To build your thought leadership advantage, here are four crucial content categories you should create.
1. Educational
Think back to the last buy/sell contract you worked on Was the buyer/seller knowledgeable? Did they have any questions about the process? Did they seek your advice on one thing or another? These are all pointers to the fact that people who are buying or selling a home are generally less knowledgeable than you are in the business of real estate.
This gap means they can benefit greatly from your extensive experience and knowledge of the industry. Share this knowledge by publishing evergreen content to your blog or other online platforms like Facebook, LinkedIn or SlideShare. By doing this, you will be telling prospective clients you stand head and shoulders above your peers, at least as far as being knowledgeable about your business goes.
2. Timely Market Information
As a real estate agent, your finger is on the pulse of the market. You know what is going on and you have almost real-time updates of any new developments. Your customers don’t. Take advantage of this by being that link between your customers and the real estate market.
Answer questions like:
What the current housing rates and where are they headed?
How will regulatory changes affect new homeowners?
When will a new housing development break ground?
By becoming a valuable source of news and current affairs, potential customers will single you out as being the best positioned to help them buy or sell a home.
3. Direct Response
Direct response content is any content that requires a specific action from the reader to access it. Whitepapers, reports, case studies and the like are great direct response materials you can work on developing and publishing. Look for things that resonate with your target audience. If you are focused on selling homes to first-time homebuyers, consider publishing direct response content that deals with their challenges.
Examples include:
Report: How the Changing Housing Trends Will Affect First-time Home Buyers
Whitepaper: 2018 Housing Trends and What They Mean for First-time Homebuyers
Case Study: How A First-time Homebuyer Saved 15% Buying A Home
Once you publish, gate the content behind a request for an email address.
4. Branded
Branded content requires a delicate balance between building your brand, and spamming users. It is, however, essential to build your brand using the content you publish to provide a clear indication of who is behind the content. To do it the right way, focus on talking about your strengths, what makes your brand unique and why you stand out from the crowd.
Avoid mentioning the name of your brand too many times as this will make your content seem like a long advertisement. To identify your brand, you can include a brief bio at the end of pieces you publish away from your site or social media profiles.
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